Reflections on gaining competitive advantage through customer value
Article Abstract:
Customer value is a topic of keen and growing interest to managers and researchers. Woodruff's (1997 [this issue]) article on customer value as a source of competitive advantage is timely and thought provoking. It offers an insightful synthesis of the literature on the subject, articulates the managerial imperatives for effectively leveraging customer value, and outlines the research thrusts necessary for a more in-depth understanding of the construct than at present. The article is replete with intriguing ideas about defining, measuring, and leveraging customer value. Rather than critiquing each of those ideas individually, the primary purpose of this commentary is to build on and extend the article's key contributions; however, it also highlights several critical issues that are unresolved and, as such, merit further examination. The remainder of the commentary is organized into three sections. The first section critically examines the principal contributions of Woodruff's article. The next section integrates the main themes underlying the contributions and proposes an augmented framework for monitoring and capitalizing on customer value. The commentary concludes with a discussion of an agenda for further research on customer value. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1997
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An empirical investigation of salespeople's performance, effort and selling method during a sales contest
Article Abstract:
This article examines goal theory in conjunction with sales contests. Specifically, the study examines goal difficulty, goal clarity, and goal acceptance and their association with performance, effort and selling methods. The results of this study are based on a sales contest of a Fortune 500 industrial sales organization. A theoretical base for goal theory is reviewed. Results indicate that difficult goals and increased acceptance of goals are important attributes in a sales contest. Other results are presented and managerial implications are discussed. (Reprinted by permission of the publisher.)
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 1989
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Reflections on contributing to a discipline through research and writing
Article Abstract:
The importance of research, writing and teaching to the career of a college professor is discussed.
Publication Name: Journal of the Academy of Marketing Science
Subject: Business
ISSN: 0092-0703
Year: 2003
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